Sponsorship is
Amazing!

But is your sponsorship program amazing? If not, you’re in the right place. I’m Kim Skildum-Reid, a corporate sponsorship strategist, trainer, speaker, and author, and my laser focus is making you and your organisation great at sponsorship.

This website is overflowing with resources for industry pros. And when you’re ready to make big changes in your results, you’ll also find lots of information on all the ways I can help you get maximum results from this amazing medium.

What Is the Role of a Sponsorship Sales Manager?

A little while back, I wrote a blog about the role of a corporate sponsorship manager, which should be a much broader role than it’s usually specced. But sponsors are by no means alone in defining sponsorship roles too narrowly. When we look at the other side of the equation… Read More


Ronaldo and Coca-Cola Make It Clear: It’s Time for Major Rightsholders to Grow Up

“Cristiano Ronaldo snub wipes billions off Coca-Cola’s market value.” That was the 16 June headline in The Guardian. But they were hardly alone, with one after another major media outlet breathlessly decrying the supposed power of one superstar athlete to damage a global brand with a momentary gesture. The problem… Read More


Sponsors: How to Increase Sponsorship Sophistication and Results Across a Large Organisation

You’re the Chief Marketing Officer of a large multinational, or a Group Marketing Manager. Whatever your title, you’re a senior executive looking at millions of dollars being invested in corporate sponsorship across your company, and you know there are problems. Some of the decisions appear to lack rigour. Some brands… Read More


How to Manage (or Get Rid of) a Senior Executive’s Pet Sponsorship

In many ways, the Global Financial Crisis of 07-08 was one of the best things that ever happened to the sponsorship industry. As the level of sponsor accountability rose at an astronomic rate, the level of sophistication required rose right along with it. For many companies, it also saw the… Read More


Can Sponsors Help Teams Sell Tickets?

That was the question I had to address at a conference a while back. My opinion? Of course sponsors can help teams sell tickets. Great sponsors are not only adding value to the fan experience, but they’re engendering advocacy for that experience, and bringing that fan experience to their own… Read More


Top 11 Sponsorship Proposal Killers

I see a lot of sponsorship proposals, and most of them are terrible. Your property may be amazing, but if your proposal is awful, you’re not going to get a “yes”. The thing is that there are a number of red flags – proposal killers – that sponsors can spot… Read More


My Top Five Priorities for Sponsorship Selection

This is another total rewrite of a very popular blog from a few years ago, and while the advice from back then still holds, my top five priorities  for sponsorship selection have changed over the years. So, for all of you sponsors still looking for bargains on same-old same-old benefits,… Read More


How to Structure a Sponsorship Portfolio

Most of my blogs address issues and opportunities presented by individual sponsorships or overall approaches. It isn’t often that I address sponsorship at the portfolio level in this blog, and it’s probably about time to address portfolio structures that work, and a few that don’t. When it comes right down… Read More


The One Critical Skill Most Sponsorship Professionals Lack

Sponsorship isn’t easy. It’s complex and sophisticated and it requires many very specific skills to do it well. But there is one skill that I have found to be the most consistently lacking across sponsorship professionals on both sides of the equation: They have forgotten what it’s like to be a… Read More


Sponsors: What If You Could Start Over?

It’s still early in the year – the time when people wipe the slate, make resolutions, and dedicate themselves to doing better. It’s when people give themselves permission to start over. What if we applied that thinking to corporate sponsorship? What if sponsors took some time out from dealing with… Read More